PUTTING MORE PULL INTO YOUR MARKETING AND SALES
By John Graham
Stop Pushing and Start Pulling: When it comes to sales, push is the problem, perhaps the biggest problem those in sales face today. Here are six important ways to pull customers to you.
A business owner tells of getting a call from a local printing services salesperson of a Fortune 500 firm, who immediately stated that his company “does everything” and then asked for a meeting to find out “the needs of the business.” The owner indicated that he would welcome information, but refused to have a meeting.
Several weeks later, the same salesperson called again. This time, pressing even harder for a meeting. Again, it was turned down. This is a classic case of “push” creating “shove.” The greater the push, the greater the shove. “I sensed, almost instantly, that this salesperson only wanted ‘some business’ and he wasn’t interested in us as a customer.”
The economy has forced salespeople into becoming marketers. Some recognize the need for a change in their strategy, while others, such as the printing salesperson – and his company – don’t understand the message. They still think that it takes more and better push, while what it really takes is more pull, using tactics that help demonstrate your value to customers.
Here are six significant ways to pull customers to you. Each one requires planning and effort, which is a good trade off from getting a rejection from those who do not have the time or a reason to listen to your spiel.
(1) Customer Service
When his car needed an oil change, sales executive Edward Testa of Champion Capital called the dealer, who listed off a litany of needed services totaling nearly $500. After the initial shock, Testa recalled Barry Steinberg’s radio commercial for Direct Tire in Watertown, MA, indicating they would do a complete car check and do any necessary work for less than a dealer.
About the Author: John R. Graham of GrahamComm is a marketing and sales consultant and business writer. He publishes a monthly eNewsletter, “No Nonsense Marketing & Sales.” He can be contacted at 617-774-9759, by email at johnrg31@me.com or at johnrgraham.com.
